Owen Carter Research Fellow Centre for Behavioural Research in Cancer Control Curtin University of Technology Investigating Presentation Methods of the Ultraviolet Index

The Ultraviolet Index Forecast by BoM in Australia since 1996 Reported in variety of media Internationally standardised in 1995

Reporting of the UV Index Television

Reporting of the UV Index Television Radio … and today’s UV index is 12 and extreme

Reporting of the UV Index Television Radio Newspapers

Reporting of the UV Index Television Radio Newspapers Internet

Salience of the UV Index Blunden, Lower and Slevin (2004) WA public awareness is high (90%) Understanding is ‘good’ Recall is low (5%) Utilisation is poor (~1%)

Criticisms of the UV Index Gives no behavioural cues Fails to describe ‘complexity’ of UV conditions

WHO Recommendations Categorise by colour and label

WHO Recommendations Add behavioural cues

WHO Recommendations Add behavioural cues

UV Index International Examples Location maps

American Location Map

European Location Map

Spanish Location Map

British Location Map

UV Index International Examples Location maps Contour maps

American Contour Map

European Contour Map

Australian Contour Map

New Zealand Contour Map

UV Index International Examples Location maps Contour maps Altitude maps

Austrian Alpine Chart

UV Index International Examples Location maps Contour maps Altitude maps Time graphs

Australian Time Graph

New Zealand Time Graph

UV Index International Examples Pictographs Location maps Contour maps Altitude maps Time graphs

New Zealand pictograph

Study Aim To assess and compare various presentation methods of the UV index to maximise public awareness, recall, understanding, attitude and utilisation

Methodology Six groups stratified by age and sex AgeMaleFemaleTotal 16 to to to Total212344

Methodology Completed brief questionnaires to ascertain pre-existing knowledge and beliefs about the UV index

Methodology Groups shown thirty UV index presentation formats The relative merits of each were discussed

“What is mentioned in weather forecasts?” MeasureTop of MindTop ThreeAny Mention Temperature57%77%93% Humidity14%30%41% Rainfall11%18%64% Winds7%18%77% Seas4%5%43% Cloud cover2%27%41% Air pressure2%11%45% UV Index-5%56% Fire danger--18%

“What aspects of the weather forecast would you heed if heading to the beach?” MeasureTop of mindTop ThreeAny mention Temperature59%86%89% Wind14%50%52% Seas14%48%55% UV Index7%23%30% Rain4%23%30% Humidity-11%14% Cloud Cover-9%14%

“How many times have you been sunburnt this summer?” Times sunburnt this summer Percent

“What do you consider to be a ‘healthy’ tan?” no tan light tan medium tan dark tan very dark tan Percent

“Where have you noticed the UV index reported?” 0% 9% 95% 18% Internet Newspaper Radio Television

Percent extremely useful very useful somewhat useful not very useful not useful at all “How useful do you consider the UV Index?”

“Higher values mean it is easier to get burnt” Poor appreciation of UVI range Frequently associated with temperature Hourly variation in UVI vaguely understood Effects of cloud cover poorly understood More attention paid to label than number Understanding of the UV Index

Television “Eyes drawn strait to temperature first” “Usually only hear it, not see it” “Should be on separate screen to temperature” “Should be same size as temperature”

Newspaper “Never noticed it” “Barely see it” “No one uses it” “Have to actually know it’s there to look for it” “Eyes drawn away to Perth temperature”

WHO Format Colours liked by women but disliked by men Too many categories at lower values of UV index and not enough at higher levels “Need a colour and label for extreme extreme”

Perth Monthly Average UV Index UV Index JulAugSepOctNovDecJanFebMarAprMayJun

WHO Format “People already know what to do” “Same all year round!” “Means staying in-doors half the year” “Stupid”

Location Map “Would confuse with temperature forecast” “Only want to know about Perth” “Not very meaningful” “Not enough detail”

Location Map “Would confuse with temperature forecast” “Only want to know about Perth” “Not very meaningful” “Not enough detail” “Overkill” “Too much”

Location Map “Would confuse with temperature forecast” “Only want to know about Perth” “Not very meaningful” “Not enough detail” “Overkill” “Too much” “Better…”

Contour Map “YUCK!” “No good” “Not useful” “Too hard to read”

Contour Map “YUCK!” “No good” “Not useful” “Too hard to read” “Too little range” “Maybe more colours”

Horizon Time Graph “Instantly tells you the story” “Easy to read” “Informative” “Nice colours” “Too colourful” “Colours too distracting” “White line gets lost”

Horizon Time Graph + Symbols “Tells you what to do and when to do it” “Good idea” “Symbols good reminders” “Good for kids” “Too busy” “Not necessary”

Vertical Time Graph “Eyes drawn to purple / extreme” “Time easier to read” “Drawn to time” “Pretty good” “Blue and purple clash” “Eyes drawn to blue”

Vertical Time Graph + Symbols “Pictures are distracting” “Takes emphasis from graph” “Too much happening” “Helpful for kids”

Alternative Colour Scheme Graduated spectrum with red as ‘extreme’ Red synonymous with danger Either strongly liked or disliked Overall no great advantage

Bar and Column Time Graphs Alternative time graphs Bars/columns easier to read for some Less “flowing” than bell graphs

Group Preference Rankings FemaleMaleΣ Rank V. Bell1 st 5 th 1 st 2 nd 1 st 3 rd 131 st H. Bell4 th 3 rd 1 st 2 nd 1 st 142 nd Column3 rd 2 nd 3 rd 2 nd 153 rd Bar2 nd 1 st 4 th 194 th City5 th 4 th 6 th 5 th 315 th Contour6 th 5 th 6 th 346 th

2nd 3rd 1st

W I N N E R ! 1st

What’s Next? Validate findings with a representative sampleValidate findings with a representative sample 600 intercept interviews assessing:600 intercept interviews assessing: –Understanding of UV index –Preference for different formats –Likely impact on sun protection behaviours Field study?Field study?